View in 2: What April the Giraffe tells us about Pop Culture | YouTube Advertisers

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View in 2 is intended to help you get smarter about YouTube in just 2 minutes. Each video will highlight a current trend or format on our platform, broken down with insights and ideas on how brands can take advantage.

Last year, millions of Americans tuned in to YouTube to watch a pregnant giraffe. What was all the fuss behind it? The key to the April phenomenon is understanding that it was never really about the stream - it was about the discussions the audience was having around it. In this episode of View in 2, we explore the rapid shift in the way consumers are interacting with content today.

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To reach parents during the busy and emotional back to school season, Kellogg’s used YouTube Director Mix, Google Correlate and 6 second bumper ads to re-introduce Rice Krispies Treats to parents across the country. They used Director Mix to bring their new packaging to life online with over 100 customized videos. In the end, the campaign drove best in class brand lift and sales lift, despite fewer retail displays.
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